27 Apr Secret #3 of the 3 Secrets to Get More Sales with Digital Marketing

In this episode of “The Marketing Nerdz Podcast”, I share with you the 3rd Secret to Get More Sales with Digital Marketing.

Warning! Contradictory!

Before revealing the secret, I spill the beans on a warning! The warning is about the possibility of this secret seeming to sound contradictory to yesterday’s secret. However, instead of being contradictory, today’s secret is complementary to the secret I shared yesterday.

So if you are all set to soak up all the points in today’s episode, let’s dive into the 3rd Secret to Get More Sales with Digital Marketing.

RR: The 3rd Secret to Get More Sales with Digital Marketing

Before revealing the 3rd secret I make a fun point about acronyms. Make sure you hit the ‘play’ button to know my take on acronyms.

Now over to the RR secret. In this context, RR implies Rational Reasons.

Upon hearing that if you feel this secret is contradicting the one I shared yesterday, hang in there. All the secrets in this 3 part series are proven that have worked for decades in the offline marketing. And all the 3 secrets work their magic in digital marketing too – for us and our clients!

In your online marketing campaigns, you must first appeal to the emotional reasons. And as soon as your potential client/customer is emotionally sold, she/he must justify their “emotional / irrational” decision with “rational reasons”.

After making the purchase, people need all the rational reasons to justify not just to themselves but to their family and friends about the expense.

So addressing and incorporating rational reasons in your copy helps you ensure that your online marketing campaigns do not fail but instead get you more sales.

Next, I go on to share why “Buyer’s Remorse” sets in and what to do avoid it. This explanation in itself is so valuable that you would want to go back and play it a few more times.

Thereafter, I explain the secret of Rational Reasons with an example of a car commercials and an interesting anecdote of a car ad on YouTube that I was bombarded with.

The car advertisements typically follow this pattern:

First, you’ll see a remarkable visual of a stylish, elegant, dazzling car. This would typically be shot in such a scenic location that you can’t take your eyes off the car and the location.

You’ll typically see a hot and happening 5 star location which is intended to make your potential customer want to upgrade the way people perceive him/her.

Along with this, you’ll see a series of interior shots, luxurious & comfortable seats, LED Car Lounge Lights followed by the shot of the car driving on hilly terrain with a breathtaking view.

All of this is designed to appeal to the buyers’ emotional reasons.

But there’s more. Car advertisements go on to give you several other details such as the speed, luxurious interiors, bold bonnet, muscular front bumper, L-shaped fog lamps; plenty of chrome; illuminated scuff plates on the door sill and the like. These features are the rational reasons.

All the features & rational reasons have very little to do with your potential buyer’s buying decision. But the rational reasons are aimed to make your potential buyer feel good about the decision she/he has already made.

Here are some examples of Rational Reasons that Car Ads Use to Get More Sales with Digital Marketing:

The hill descent feature can help ensure my safety and the safety of my loved ones when we travel on the tricky hills of Lonavala or Kausani in Himachal.

The XYZ braking system will ensure that we are safe at all times.

The automatic/ emergency brake will be a God sent gift in times of crises – even though i’m slightly over paying for it. that’s cool.

Also the Blue & Red LED Car Lounge Lights in the interiors will make me look so cool and happening in front of my XYZ friends.

Notice how rational reasons are tying in to the emotional reasons.

Also in the last stage of conversation that’s taking place inside the buyer’s head, the rational reasons are very important in “justifying” the purchase. Although it may not sell the car, because remember the prospect makes the decision to buy for emotional reasons – all the stuff that I shared with you yesterday.

But Rational Reasons help in justifying the sale.

The buyer can tell herself and her family that “she made the right decision”.

So, this brings me to the end of the 3rd secret in this series.

A Recap of the 3 Secrets to Get More Sales with Digital Marketing

Now, let’s quickly recap what you’ve learned in this & the last 2 episodes of “The Marketing Nerdz Podcast”.

1. People Don’t Like to be Sold

Your prospects want to buy, but they don’t want to be sold. Buying implies control. Your prospects want to keep the control in their hands. Being sold is the opposite. They don’t want to feel like they are being controlled.

To know this secret in detail, click here to listen to the 1st secret I shared the day before.

Sandhya Valecha

Sandhya Valecha is the Co-founder of 'The Marketing Nerdz'. She's also a Copywriter, and Writers’ Coach. Her stimulating stories, and articles have been featured in "The Story Exchange", Reliance's "Harmony", The Times of India, Hindustan Times, The Hindu, and The Pioneer.
Sandhya’s a full merit scholarship winner of £23,698 from “The London School of Economics and Political Science” (LSE). During her stint in London, she wrote for the High Commission of India, London and the Confederation of Indian Industry, UK.

Sandhya Valecha

sandhyavalecha@gmail.com

Sandhya Valecha is the Co-founder of 'The Marketing Nerdz'. She's also a Copywriter, and Writers’ Coach. Her stimulating stories, and articles have been featured in "The Story Exchange", Reliance's "Harmony", The Times of India, Hindustan Times, The Hindu, and The Pioneer.
Sandhya’s a full merit scholarship winner of £23,698 from “The London School of Economics and Political Science” (LSE). During her stint in London, she wrote for the High Commission of India, London and the Confederation of Indian Industry, UK.